Post on 18-Jan-2018
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ACME KEY ACCOUNT PROFILE
FY 14/15
Overview
Acme is a Key account for the following reasons:
Top revenue spend ($1.2m FY13-14)Growth potential
(expanding into Asia)
Business Analysis – strategy
• Vision To be the number one provider of mobile wireless internet access by
2014• Mission
To help individuals be free from cables and access information anywhere any time
• Values Freedom, information, innovation
• Goals To be top of consumers mind when they think wireless internet access
• Objectives Be the market leader in sales of mobile fast speed internet access, by
1st Oct, 2014
Business Analysis - Products
Products -• Brands and products
Wireless mobile sim card (inserted in the network card using mobile phone transmission)
• Target marketConsumer Market 25 - 39
• Market Position10th in revenue for mobile internet access20th in assets
• Product life cycleOffensiveGrowth stage
Business Analysis – Marketing Spend
• ACME mobile internet spent $1.2 million on advertising from July 2003 to June 2004, this is down 3% year-on-year
• Spend is volatile, no activity in Christmas holiday period
ACME Total Spend (Jun 02 - Jun 04)
0
200
400
600
800
1,000
1,200
1,400
Jun-02
Jul-0
2
Aug-02
Sep-02
Oct-02
Nov-02
Dec-02
Jan-0
3
Feb-03
Mar-03
Apr-03
May-03
Jun-03
Jul-0
3
Aug-03
Sep-03
Oct-03
Nov-03
Dec-03
Jan-0
4
Feb-04
Mar-04
Apr-04
May-04
Jun-04
Spen
d ('0
00)
Source: Nielsen Media Research
Media activity - Spend by media
• By far the greatest majority of spend is vested in TV advertising (91%), followed by Press (7%), and Radio (2%)
• There is currently no activity with Magazines, Cinema and Outdoor
Source: Nielsen Media Research, June to July
100% 96%
77%
91%
0% 4%
17%
7%0% 0%
6% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Share 02 Share 03 Share 04 Total
OutdoorCinemaRadioMagazinesPressTV
Marketing activity - Wireless Internet Access Card
• ACME spent media mix
• TV gained 91% of the spend and newspapers saw 7%
Source: Nielsen Media Research
Acme Spend by Media (June 2002 to June 2004)
Press7%
Radio2%
TV91%
OutdoorCinemaRadioMagazinesPressTV
Other Media Activity
Actively seeking sponsorship and branding alliances
• Sponsorship Sponsors of IT related expos Sponsor a well-known surfing personality who appears in advertising. Also
minor sponsors of competition surf events. Understood to be about to sign on as major sponsors of Sydney FC in the
fledgling A-league football.
• Alliances Strong alliance with Dick Smith in store marketing
Industry Analysis - competitors
• Rivalry Competitor to release similar product late 2014 (press release Feb 2013)
• Competitors Unwired - Battery powered wireless internet technology
Industry Analysis - PESTLE
PESTLE Change/effect
Political Possible changes to government ownership of competitor providing them with more capital to invest
Economic Increase in sales of new PCs by 20% in last financial year
Social Greater acceptance of new technology (25% population), but 75% still don’t understand it
Technological More PCs allowing the internet card to be inserted with out modification making it easier for consumers
Legal
Environmental
Competitive Advantage
Advantages DisadvantagesFirst in the market place to launch product.
Consumers who use the product love it.
No other like products at the moment.
Competitor establishing retail distribution for like product
Product and brand awareness and acceptance is low.
Mobile access means drop outs in some areas or no access.
Cost Advantage•Variable costsMarketing expensesOperating expensesTransaction cost
Marketing Advantage•DistributionSales effortBrand awareness
Differentiation Advantage•Product differentiationCustomer experienceBrand reputationRelative price
Key Relationships - Buying decision process
Buying Decision Process Who is this person? When do you need to make contact?
Need or problem awareness National Marketing Manager – ACMEMD - ACME
May 2013
Information search Marketing Manager – ACME May 2013
Evaluation of alternatives CFO June 2013
Purchase CEO June 2013
Post purchase evaluation MD - ACMENational Marketing Manager – ACMEMarketing Manager – ACME
June and July 2013
Key Relationships - Contact points
CUSTOMER CONTACT POI NTS CUSTOMER DiSC
Profi le Key
Account Manager
GSM Key
Accounts
General Manager Agencies
& Key Accounts
NSW Display
Advertising Director
Group Director Display
Advertising
Commercial Director
CEO
Marketing Manager
I x
National Marketing Manager
D xxx
GM, Marketing Communications
C x
Divisional GM, Marketing
S xxx
Sales & Marketing Director
I xxx xx
MD
I x
Executive Chairman
C xxx Play Golf together
Legend: Blank = no relationship; X = poor; XX = neutral; XXX = good; XXXX = V. good; XXXXX = excellent
DMU – Shaded Contacts
Key Relationships - Contact points
THE AGENCY CONTACT POI NTS – I nclude Creative Agency Contacts DiSC
Profi le Advertising Production
Contact
Fairfax Credit Dept
Key Account Manager
GSM Key
Accounts
General Manager
State Manager
Group Director
Commercial Director
Customer Service Manager
xx
Accounts Dept xx Commercial Manager
C x
Sponsorship & Events Manager
I x
Media Manager
Marketing Group Manager
xx
Media Director
xxx xxx
Director
xxx
Legend: Blank = no relationship; X = poor; XX = neutral; XXX = good; XXXX = V. good; XXXXX = excellent DMU – Shaded Contacts
SWOT Analysis
Client Weight 1-5
Our business Weight 1-5
Strengths
Unique product Customers love of
product
5 4
volume against competitor
5
Weaknesses
Advertising budget compared to competitor
retail alliance with competitor
3 5
Not large quantities of all demographics
Poor relationship with sponsorship contact
4
Opportunities
Sponsorship with Darwin Office
More PCs accepting card
4 Sponsorship $ spent on sport
4
Threats
Competitor launching similar product – affecting leadership goal
5 Substutute offering the free product
5